Harley-Davidson CEO Jochen Zeitz has announced that the company is planning to phase out ICE powered motorcycles and will slowly transform into an all-electric brand. The transition is expected to take decades and will not happen overnight. The company is focusing on different consumer profiles and targeting people who may not typically ride large motorcycles and even those that do not ride at all. The move is part of a long-term strategy and the company is also preparing for the transition by launching the LiveWire brand.
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